Porsche aims to get back on track by focusing less on volume and more on profit margins with more exclusive and expensive models.

Michael Leiters has a plan. Appointed as CEO of Porsche in January, Leiters inherited a tricky situation after Porsche’s profits plummeted from the equivalent of $5.9 billion in 2024 to just $101 million for 2025. Porsche had invested heavily in electric vehicles only to find the market wasn’t quite ready to transition away from gas, and reversing that strategy proved costly. An increasingly competitive environment in China and new tariffs in the United States only added to the troubles.

But now Leiters is prepared to right the ship, announcing today in Stuttgart, Germany, a plan to restore the brand’s profitability over the next several years.

Dubbed Sportwagenschmiede ’35 (which roughly translates as "sports car craftsmanship”], the plan focuses on building on Porsche’s strengths: sports cars, a rich heritage, and exclusive, expensive vehicles. Leiters believes Porsche’s history of building sports cars gives it a unique position, and the company intends to leverage that through a series of new products.

Most notably, Porsche announced today that it is developing a potential mid-engined super-sports-car architecture, set to be previewed by a concept car called Mission S that will make its debut on October 15. Details remain sparse for now, but Porsche says this architecture would allow for a model line positioned above the 911 sports car.

First, though, Porsche has to plug two gaping holes in its current lineup, both caused by the recent discontinuation of long-running nameplates: the gas-powered Macan and the 718 Boxster and Cayman sports cars.

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